Logitech to rebrand as “Logi,” dropping “tech” from its name

Administrator

10:09, July 9, 2015

Peripheral manufacturer Logitech isn’t going to be called "Logitech" anymore. As of now, the company is embracing a brand change to "Logi"—or "logi," in all lowercase, according to the logo images it has published.

The announcement was made today, though Logitech invited a number of tech publications to the company’s design studio in Ireland for an advance briefing (in keeping with our policy to not accept compensation for coverage—including travel and accommodations—Ars turned down the junket invite).

However, the messaging around the change is coming across as somewhat muddled. Some outlets are reporting that the company is actually changing its name, whereas the official press release continues to refer to the company as "Logitech" and merely states that "Logi" is "a new label for [its] latest product categories."

Speaking at the launch event, Logitech company representatives explained that the "Logi" brand will be used for "future-facing stuff," and consumers will soon see it begin to appear in striking colors on new Logitech products, especially in the "Internet of Things" categories (which in this context realistically means small connected devices). The full "Logitech" branding will continue to stick around for more established legacy products, like keyboards and mice.

"Logitech has undergone huge changes, so we’ve created an identity that is an expression of who we are today and who we will be moving forward," Logitech Chief Design Officer Alastair Curtis said in a press release.

Logitech has already taken steps to claim its new identity with logi.com redirecting to Logitech’s homepage. However, the @logi twitter handle at least for now remains under the control of a Berliner named "Pat."